S – Situation/Task:
As part of my internship at Birth of Royal Child, I collaborated on a concept-driven fashion campaign inspired by Muhammad Ali’s iconic boxing imagery. The goal was to merge sports history with the brand’s luxury streetwear identity, using visual storytelling to evoke strength, resilience, and post-victory energy.
A – Action:
I worked on the creative direction alongside the team, referencing legendary Ali fight moments to develop shot compositions and angles that carried the same emotional impact. We broke the campaign into three thematic segments:
“The Arena” Shots – Recreated Ali’s most iconic fight poses from specific camera angles, capturing the raw emotion of a knockout moment.
“Post-Fight” Detail Looks – Styled models with a sweat-effect using oil spray for realism, shot in both documentary and editorial formats to showcase texture, layers, and garment details.
“Blinding Stadium Lights” Lighting Concept – Developed a high-contrast, low-light setup with powerful flash to simulate the blinding intensity of arena lights and diamond-like sparkle effects, adding drama and a high-fashion edge.
I contributed to mood board creation, shot-list planning, styling notes, and technical execution references for both photography and lighting teams.
R – Result:
The final imagery blended athletic intensity with the brand’s rebellious, high-fashion aesthetic, creating a bold visual narrative. The campaign reinforced Birth of Royal Child’s positioning as a luxury streetwear label that merges cultural references with innovative styling and production techniques. The visual consistency across shots also strengthened the brand’s editorial identity for future marketing use.
